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Marketing Communications Expert

Work Experience

WORK EXPERIENCE

SHELL – The Hague, The Netherlands Jan 2003 – Present
Marketing Communication Consultant (free-lance)
• Strategic and tactical marketing communication consultancy for Shell’s Exploration & Production Global Leadership and Development organisation.

AL TAYER GROUP - Dubai Mar 2002 – Nov 2003
Public Relations Manager
The Al Tayer Group represents over 50 luxury brands in the UAE and the Middle East with over 1,800 core staff. It comprises three key divisions: Automotive (e.g. Ferrari, Maserati, Jaguar, Land Rover, Rover, MG, Ford), Fashion and Jewellery (e.g. Armani, Gucci, Bvlgari, YSL, Jimmy Choo), Fragrances and Cosmetics (e.g. Guerlain, Bvlgari, Gaultier, Kenzo, Chopard, Hermes, Escada). In addition, the Group has its own retail chain, travel agency, premier furniture division, rental car agency and publishing division. In the B2B segment, it provides engineering services, real estate, interior design and logistics.
• Increased the financial value of exposure and awareness for the Company from US$ 1.6 million to US$ 3.9 million within a year of taking up the role.
• Recruited, trained and led a team of 3 PR and Communication staff in providing B2B and B2C marketing strategy development and operational aspects of press, corporate and internal communications services as well as stakeholder relations.
• Project managed an innovative evaluation of international communications and localization initiatives enabling better fit of the company to the market and the business strategy.
• Designed and implemented regional PR and Communication strategies.
• Developed and managed the company’s websites and newsletters.
• Initiated and project managed innovative events, product launches and store openings.
• Developed closer relationship with the media through regular informal meetings, exclusive angles and exclusive material that led to a significant increase in features.

PRO MEDIA, Dubai Mar 2001 – Feb 2002
Director, Public Relations and Marketing
PRO MEDIA is an innovative public relations, marketing and advertising agency that provides tailor-made, integrated corporate communication services.
• Designed and implemented PR and Marketing concepts, strategies and activities for the Agency and its clients.
• Sourced new business via own networks, presentations and pitches.
• Managed a team of five in operational aspects of brand management, the development and maintenance of inter and intranet websites and communications, press relations, event management and the implementation of integrated marketing and communication plans.
• Coached and ensured the training of new and current employees in Marketing and PR.

LUFTHANSA GERMAN AIRLINES – Dubai Jan 2000 – March 2001
Manager, Marketing & Frequent Flyer Programs, Southeast Europe, Africa, Middle East & Pakistan
• Designed and managed strategic Marketing Programmes and innovative business improvement strategies across the regions.
• Managed and promoted a Customer Loyalty scheme that generated the highest number of new enrolments outside of Europe.
• Proactively initiated and carried out comprehensive Market Research projects that measured customer attitudes, perceptions, problems and opportunities as a base for the design and implementation of effective marketing strategies to meet changing market needs.
• Managed a Marketing budget of over US $ 4,000,000.
• Improved partnership working arrangements with advertising agencies to develop new campaigns and regionalise international campaigns.
• Presented key accomplishment and progress reports to the Vice President and a team of regional General Managers.
• Managed and delivered training that improved the competence of regional marketing teams.

JEBEL ALI HOTEL & GOLF RESORT - Dubai May 96 – Dec 99
Public Relations Manager
Member of ‘The Leading Hotels of the World’, it employs over 1,000 multi-national staff.
• Managed all aspects of brand and image design, collateral and promotion at strategic and operational levels.
• Project Managed branding, operations, and sponsorships activities of events such as Dubai Shopping Festival, Dubai World Cup, Dubai Desert Classic, Top Accounts functions etc.
• Responsible for Marketing & Advertising Budget of US $1,000,000.
• Wrote press releases, promotional material and speeches.
• Designed and managed the production of key promotional and printed material, including website, posters, flyers, advertising photography etc.
• Initiated and responsible for change and development of Corporate and individual Identities. Responsible for overall design, production and implementation of new brands and branded material in line with corporate identity guidelines.

JEBEL ALI HOTEL & GOLF RESORT - Dubai
Public Relations Officer June 95 – May 96
Guest Relations Officer Sept 93 – May 95

THE MILESTONE HOTEL – London Feb 93 – Sept 93
Chef de Brigade

THE DISNEYLAND HOTEL – Paris Feb 92 – Feb 93
Executive Floor Co-ordinator

FORTE GRAND HOTEL ST GEORGE’S – London 1990 – 1991
Management Trainee, Duty Manager

Education

EDUCATION AND PROFESSIONAL QUALIFICATION
MSc Marketing. University of Leicester, UK. Due 2005.

Crisis Communications. Ford Motor Company Middle East 2003.

Marketing of the Services Industry. University of Karlstad, Sweden. Passed with Distinction. 1991.

BSc Hospitality & Hotel Management. Leeuwarden, Netherlands. 1991.

Education & Training. Teacher Training College, Leeuwarden, Netherlands. 1987.

Skills

Saskia is a Public Relations and Marketing Manager with over 12 years international experience in leading Commerce and Service companies. She is fluent in English, Dutch, German, Swedish and French, with some proficiency in Arabic. She has strong academic and professional qualifications in Marketing/Communications from leading institutions in The Netherlands, Sweden and the UK. Key strengths: communication, analysis, innovation, management and interpersonal skills.

Languages

Dutch, English, German, French, Swedish.

Other

FREE LANCE ACTIVITIES
MAG CONSULTANCY – Dubai Feb 02 – Mar 02
Consultant – Preparation of Strategic Marketing Plan for the Dubai Convention Centre (Government of Dubai)

DIAMOND LEGAL TRANSLATIONS - Dubai 1998 – 2003
Legal Translator

KHALEEJ TIMES and GULF NEWS - Dubai 2000 – 2003
Free Lance Reporter and Columnist for the two largest English language newspapers in the Gulf.

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